Análisis de la oferta de salsas de ají en los Green market para estrategia de introducción del ají artesanal Ushu.
Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente proyecto investiga la oferta de salsas de ají en los green markets de Guayaquil,
la demanda que tienen los productos artesanales y orgánicos en un mercado tan variado como
lo es, el mercado verde; en el marco teórico se tocaron temas importantes que respaldan la
propuesta. Se utilizaron las herramientas de entrevistas, grupo focal, encuestas y fichas de
observación, en la cual los resultados se analizaron para crear una propuesta para la
introducción del ají artesanal Ushu que mediante estrategias impulsen los atributos del
producto, que siendo un producto nuevo tiene todas las características para crecer dentro de
este mercado, a su vez se busca resaltar los beneficios del producto y satisfacer las
necesidades del público objetivo. También es importante innovar las respectivas tendencias
del mercado verde. Toda esta información nos servirá para destacar los atributos del ají
artesanal Ushu y generar un valor como marca y que sus consumidores se sientan satisfechos.
This project investigates the supply of chili sauces in the green markets of Guayaquil, the demand for artisanal and organic products in a market as varied as it is, the green market; Important issues that support the proposal were touched upon in the theoretical framework. The tools of interviews, focus group, surveys and observation sheets were used, in which the results were analyzed to create a proposal for the introduction of the Ushu artisan chili that through strategies promote the attributes of the product, which being a new product has all the characteristics to grow within this market, in turn it seeks to highlight the benefits of the product and satisfy the needs of the target audience. It is also important to innovate the respective green market trends. All this information will help us to highlight the attributes of the Ushu artisan chili and generate value as a brand and make its consumers feel satisfied.
This project investigates the supply of chili sauces in the green markets of Guayaquil, the demand for artisanal and organic products in a market as varied as it is, the green market; Important issues that support the proposal were touched upon in the theoretical framework. The tools of interviews, focus group, surveys and observation sheets were used, in which the results were analyzed to create a proposal for the introduction of the Ushu artisan chili that through strategies promote the attributes of the product, which being a new product has all the characteristics to grow within this market, in turn it seeks to highlight the benefits of the product and satisfy the needs of the target audience. It is also important to innovate the respective green market trends. All this information will help us to highlight the attributes of the Ushu artisan chili and generate value as a brand and make its consumers feel satisfied.
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Palabras clave
MARKETING, OFERTA, PRODUCTOS ORGÁNICOS, ESTRATEGIAS
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